At WiderFunnel, we often get projects that we are unable to change a lot of things but still need to improve traffic and conversion optimization rate. It is challenging.
However, we can still save a website with small changes.
A few things we noticed on the original homepage (below):
After lots of meetings with strategists and clients, and looking at heat map, click rate and conversion, the website was improved. We couldn't do any A/B Testing on this project, thus we had to carefully make decisions based on our knowledge/data and experience.
The goal here is for the users to "Get a Free Estimate":